The decision of m&i’s executive board to host an event in Marrakesh was bold. Most event organisers would prefer to opt for a destination that prides itself on its acclaim. Marrakesh, conversely, presents itself as a fresh destination where events can thrive in an environment that is as inspiring as it is encouraging for the meetings industry. The city knows its strengths – it boasts tried-and-tested conference venues, superb hotels, and a historical heritage no world metropolis would shy away from showcasing. So, what made m&i Fest a world first?
The event commenced with a dinner reception at the Pestana CR7 Marrakesh, where attendees could first meet with the delegates, fostering new connections and business ties. The business meetings started on Monday, 18 March, at the Palais des Congrès Marrakech in the Mövenpick Hotel Mansour Eddahbi Marrakech. With 200 suppliers and 250 renowned hosted buyers, the event was m&i’s biggest to date. Although the format of face-to-face business meetings remained the same, delegates could relax in riad-inspired Morrocan sitting lounges, even try a relaxing massage or treat themselves to the local tea. In addition, the meetings only took place until lunch, with the afternoon reserved for a novelty: one which really sets the event apart from other competitors on the global market – Pathways.
“Boutique trade shows always focus on quality over quantity”
Elaborating on why m&i Fest does differently than most trade shows, the CEO of m&i Forums, Richard Barnes, commented: “We aspire to find different ways to allow brands and destinations to highlight themselves, tell their unique stories and to create opportunities that go beyond the meetings section of the event. Moreover, we want them to engage meaningfully with delegates. What differentiates the event from past editions is the time outside the meetings, which is just as valuable.”
Ingenious brand activation
With tiny brand activations such as branded bracelets made from recycled materials, adorned with typical Morrocan motifs and lanyards that double as necklaces to innovative banners dotting the lobbies and courtyards of partner hotels in Marrakesh, m&i Fest knows how to build brand awareness and anticipation ahead of an event. The clever use of local traditions and innovative marketing techniques resulted in an event that may change how event organisers host their events. Instead of dull day-long meetings, event organisers should consider offering unmatched experiences within host destinations beyond the usual tourist tours. The team effort of the organisers was, by and large, reminiscent of an orchestra playing in harmony. The dedication was on display across the event, as team members went the extra mile to ensure satisfaction among attendees.
Intuitive, user-friendly event app
Wyred, an in-house event app developed by m&i Fest, is far from your run-of-the-mill, rudimentary event matchmaking platform. It is a holistic platform that provides a tailored, curated programme for each attendee and functions as a seamless integration tool. Have you ever enjoyed an event app as much as a social media platform?
How will m&i Fest change the way event organisers perceive their events? By simply offering more than plain exhibitor stands for business meetings. M&I Forums recognises that delegates’ needs are changing, and events should, too.
To learn more about m&i Fest, visit https://www.mi-forums.com/mi-fest.
